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The Amgen Tour of California cycling race will not return to San Diego County next year.

Andrew Messick, president of AEG Sports, whose parent company owns the event, confirmed via e-mail Wednesday that the stage race is bypassing San Diego.

Robin Bettin, Escondido's assistant director of community services, also said the race will not be back.

“It's unfortunate for the city,” Bettin said. “It was a great event.”

Race organizers have scheduled news conferences throughout the state Thursday to announce the 2010 course.

Started in 2006, the Tour of California has developed into the most popular stage race in the United States. Featuring a starting field of 16 pro teams and nearly 150 cyclists, the race came to San Diego County for the first time in February.

Buoyed by Lance Armstrong's presence after a 3½-year retirement, plus a taxing, scenic climb up Palomar Mountain, the 96.8-mile stage that started in Rancho Bernardo and finished in downtown Escondido attracted tremendous spectator turnouts. One source estimated the stage drew nearly 300,000 fans, although some believed the figure was inflated.

“This is the largest crowd I've ever seen on American soil in the last 25 years,” race director Jim Birrell said.

Australian pro cyclist Michael Rogers referred to the atmosphere along Palomar Mountain as “Tour de France stuff.”

But while he was encouraged with the fan support, Messick said organizing an event in San Diego County was difficult.

“With the exception of the city of San Francisco, we struggle more in San Diego County than anywhere else,” Messick said in March. “Just with the day-to-day of getting stuff done. Permits, city services. What we call plumbing.”

Messick would not comment further Wednesday other than to confirm the event was not returning.

Jeff Jacobs, the executive vice president and chief marketing officer for Qualcomm, and David Vigil, Qualcomm's vice president of business development, were instrumental in bringing the race here. Both donated money to cover expenses for the city of Escondido.

Between Jacobs and Vigil's contributions, plus money from race organizers, Bettin said there “wasn't a net loss” for the city.

Bettin said that on June 26, Escondido made a $200,000 “letter of commitment” to race organizers to host a 2010 stage.

Regarding the race now skipping Escondido, Bettin said, “It's kind of good news, bad news. It's bad news because we lost an event with a lot of visibility. To a much smaller degree, (it's good news because) we don't have to worry about raising that kind of money.”

Jacobs, an avid cyclist who had raced at Ironman Hawaii three times, said he would have been willing to financially support the race again next year.

A San Diego North Convention & Visitors Bureau spokesperson said the event accounted for 2,000 booked hotel room nights.

“It was a huge economic boost for the whole community,” said Debra Rosen, president and CEO of the San Diego North Chamber of Commerce. “It put Escondido on the map. There was just no negative to it. It was all positive.”

Said Lisa Grumel, co-owner of Vincent's restaurant in Escondido, “I'm disappointed it won't be returning. It brought so much energy to Escondido.”